Many English people like the idea of carbon offsets, but are not convinced they work well in practice. Based on our primary research, this document also provides a discussion about how better carbon offsets could be developed and marketed; and, by way of example, explores the case for a credible rainforest carbon offset scheme.
In a nutshell
A key target for voluntary carbon offsets are ‘people who fly and are concerned about climate change’. The majority (56%) of English ‘Climate Citizen flyers’ like the principle of carbon offsets with a smaller proportion either Ignorant (24%) or Sceptical/Confused by them (20%). Yet, many of those who are positive about the principle of carbon offsets are either unsure or negative of how they generally work in practice.
Amongst all English ‘Climate Citizen flyers’, 26% are Ready-to-be-Convinced by carbon offsets (like the principle; unsure how they work in practice), a further 9% are Disappointed (like the principle; do not think they work well in practice) and just 21% are Enthusiasts (like the principle; like how they work in practice).
This implies a substantial unmet consumer need for organizations to offer voluntary carbon offsets which enjoy broader public credibility. This analysis is designed to enable carbon offset organisations better define their marketing, and communications, objectives. It also provides a performance matrix for new carbon offset ideas since new concepts could be tested to see whether they are convincing to those who are in the Ready-to-be-Convinced and Disappointed segments.
There is also little recognition of many current offset providers. Amongst all English adults, Morgan Stanley was the most recognised carbon offset provider (by 21%), followed by Climate Care (by 10%). With Morgan Stanley, there may well be heightened brand recognition due to its activities in other markets rather than its offset scheme.
We argue that carbon offsets have the potential to make a very valuable contribution to tackling climate change. To illustrate how this could be done, we explore how a rainforest offset scheme could be developed to exploit this opportunity.
The study, run in late-September/early-October 2008, was conducted amongst nationally representative samples of over 1,000 people per country in Canada, England and the USA.
You can download the full press release in the PDF attachment at the bottom of this page.
Data for this press release comes from Environmental Choices Wave 1, Section report 3.g, Carbon Offsets & Business Reputations. A free summary is available in a file called Haddock EC_W10809 Free Summary 3g Carbon and Business.pdf. For more details about the section report, and to purchase, please use this link.
BLOG COMMENT
August 14, 2009, - Greenscroll blog
PRESS COMMENT
November, 30, 2009 - Carbon Retirement - Do people think offsetting is a good idea?
| Attachment | Size |
|---|---|
| 09 Aug 3 Haddock offsets press release.pdf | 1.08 MB |
